Keebler + WebAR: A Superhero Cookie Adventure
Groove Jones, collaborating with Advantage Unified Solutions, teamed up with Keebler and Ferrero to launch a WebAR-powered in-home game promoting the new Keebler Superman Strong Berry Berry Fudge Stripes Cookies, tied to the upcoming Superman film. Users could scan a QR code on the cookie packaging to jump straight into the experience—no app download necessary. Full case study here - https://www.groovejones.com/keebler-superhero_webar
In-Store Meets At-Home
Shoppers encountering the special packs with a QR code were directed to the browser-based AR game (“Open for Magic” microsite). Their phone camera became the portal, overlaying Keebler products into the user’s physical environment.
Superpowers in Action
Players took on mini “missions” using their phone’s sensors:
- Blow into the mic to free a cookie from a milk glass.
- Swipe to unpack a stuck cookie from a bag.
- Each action unlocked virtual cookies and showcased superhero-style animations.
Technical Marvels & Retail Integration
Groove Jones designed and built the game—animations, interactive UIs, sound effects—while integrating mic and swipe inputs for element interaction. A custom store-locator API drove users to nearby retailers selling the limited-edition cookies, complete with turn-by-turn directions.
Why It Worked
This WebAR activation smartly merged product discovery, brand storytelling, and gameplay:
- Tap‑to‑play mechanic via QR → instant immersion
- Narrative superhero-style missions tied to the cookie brand
- Retail link via store finder to boost offline sales
Groove Jones demonstrated how WebAR can transform shopper interactions into engaging, brand-building experiences, bringing movie fun and cookie moments into fans’ homes.
